The U.S. table grape market has been experiencing increasing import volumes, a growing prevalence of newer varieties, persistent challenges such as escalating production costs across all growing regions, and what many in the industry describe as changing consumer demands. The long-term rise in imported grapes—many featuring the same newer varieties cultivated domestically—has intensified competition for everyone, with many industry players saying they are reassessing their strategies. Meanwhile, retailers are placing greater emphasis on attributes like shelf life, size, and flavor.